The Signal Library
The working library behind the framework: 117 signals, already mapped to the six-stage journey — each with the evidence it rests on, whether it lands on your surface, its stage score, how fast it decays, how noisy it is, and the play to run. Tag a signal’s status right on its card to build your plan — the same objects, one surface.
117 of 117 signals
Behavior shows diligence or an imminent close — security, procurement, terms.
Prospect states budget exists or is approved.
Call analysis, email replies
Accelerate; align proposal to stated budget.
Classic qualification evidence, captured conversationally.
New stakeholders join subsequent calls.
Call attendance analysis, calendar data
Map roles; multi-thread each new stakeholder.
A widening buying group is among the strongest deal-progression indicators.
Adds credit card before paid conversion.
Billing telemetry
Conversion outreach; offer upgrade incentive.
Extremely high-intent product signal.
Prospect asks about pricing, terms, or procurement process.
Call analysis, email replies
Advance to proposal; involve deal desk if complex.
Late-stage indicator in conversational form.
Prospect brings up security review, legal, or procurement steps.
Call analysis, email replies
Pre-stage collateral; map the approval path.
Process talk means a real deal; often precedes close stage.
Visitor views SOC2/security/privacy/terms pages.
Site analytics + visitor ID
Proactively share security collateral; trigger legal/security review prep.
Late-stage diligence signal. Often precedes procurement.
Prospect names a go-live or decision deadline.
Call analysis, email replies
Build a mutual action plan backward from the date.
Converts open-ended deals into time-bound ones.
Behavior shows they’re comparing vendors, including you.
Completes a product-defined activation milestone.
Product telemetry
PLS motion: prioritize if company-fit.
Depends on how well activation is defined. Product-specific.
Performs the action that correlates with retention.
Product telemetry
PLS outreach offering help getting more from the use case — value-led, not 'we noticed you did X.'
When well-defined, the single highest-converting product signal. [Rework] Play softened per the soft-messaging rule.
Searches for competitor brand/product names.
Search intent tools, SEM data
Competitive ads + outbound with switch pitch.
Requires access to search intent data (rare without tools).
Contact signals internal advocacy ('I'll take this to my VP').
Call analysis, email replies
Champion enablement: give them the internal pitch materials.
Champion-building is the play; verify advocacy with follow-through.
Prospect names a competitor they're using or evaluating.
Call analysis (Gong/Chorus/LLM on transcripts), email replies
Arm rep with differentiation; competitive battlecard play.
Direct evidence of active comparison, stated to you privately.
Prospect complains about incumbent tool directly to you.
Call analysis, email replies
Switch pitch addressing the named gap.
Private equivalent of the public vendor complaint — higher trust, more detail.
Explicitly requests a demo or sales contact.
Web forms, marketing automation
Immediate routing + same-hour response; speed-to-lead is decisive.
The canonical raised hand. Conversion decays within hours; fastest responder wins disproportionately.
Prospect reads product docs before buying.
Site analytics + visitor ID
Share technical resources; offer technical conversation.
Shows technical evaluation depth. Common in dev-tool and API-first products.
Known decision-maker title appears at an active account.
Product + CRM + enrichment
Executive outreach; elevate deal priority.
Inflection point in most deals. [Rework] JC — at an ACTIVE account the buying group is assembling = Evaluating; absent an active deal the same person-appearance is a Pre-intent situation. FLAG. [Ruling] Context-dependent: stage shown is the default; if the account is already active this evidences a later stage — adjust in context.
ICP views category pages or comparison pages.
G2 Buyer Intent, Capterra signals
Outbound with competitive positioning / POV; don't state that you know they're evaluating.
G2 Buyer Intent is the most validated third-party signal in this class. [Rework] Play softened per the soft-messaging rule.
Account visits G2 category or competitor pages.
G2 Buyer Intent
Outbound with competitive angle; tailor to pages viewed.
Among the most actionable third-party intent sources.
Engages an implementation partner or consultancy associated with your category.
Partner network, LinkedIn, news
Partner-led motion; co-sell with the SI.
Hard to detect without partner relationships; high value when visible. [Rework] JC — mapped Evaluating (engaging an SI is a purchase-process action); borderline Pre-intent if treated as a detected company fact. FLAG. [Ruling] Context-dependent: stage shown is the default; if the account is already active this evidences a later stage — adjust in context.
Connects your product to another tool in their stack.
Product telemetry
Stickiness play; expand to adjacent use cases.
Strongly correlates with retention.
Visitor views integrations or API docs.
Site analytics + visitor ID
Route to AE/SE; open with a stack-fit / integration POV relevant to their environment. Don't cite the page view.
Implies stack fit evaluation. Very high when paired with pricing visit. [Rework] Play softened per the soft-messaging rule.
ICP publicly announces tool migration.
Social monitoring
Outreach with relevant positioning; or disqualify if switching to you already captured.
Can also be a disqualifier depending on direction.
Multiple users from one org use the product together.
Product telemetry with domain matching
Team-plan outreach; identify economic buyer.
Collaboration signal strongly predicts team plan conversion.
Same company creates separate workspaces.
Product telemetry with domain matching
Consolidation pitch to central buyer.
Fragmented adoption — ripe for enterprise conversation.
ICP posts a negative review of current vendor.
Review site scraping
Fast switch pitch referencing specific complaint.
Complaint-specific personalization tends to convert.
Approaches seat, usage, or quota cap.
Product telemetry
Expansion outreach with specific projection.
Quantitative and time-bounded — easy to build plays around.
Old lost opp shows new activity (login, reply, visit).
CRM + engagement data
Warm re-engagement referencing prior context.
Historically the highest-conversion cohort after warm customers.
User crosses into the 1% of usage intensity.
Product telemetry
Elevated touch; identify as champion candidate.
Strong PQL input. Useful as champion-mapping anchor.
ICP account (de-anon or known) views pricing.
Site analytics + visitor ID (RB2B, Vector, Clearbit Reveal, Snitcher)
Route to the AE owner for fast, personalized outreach; lead with a relevant POV — not the visit itself.
Classic high-intent engagement signal. Stronger if repeat visit or deep plan comparison. [Rework] On-surface Evaluating. Play softened per the soft-messaging rule.
Same account returns repeatedly in short window.
Site analytics + visitor ID
Elevated outreach; pattern suggests active evaluation.
Repeat-visit pattern is one of the most reliable engagement signals.
Formal RFP/RFI published covering your category.
RFP databases, procurement portals, partner network
Decide bid/no-bid fast; engage before requirements freeze if possible.
Late entry to an RFP you didn't shape has low win rates; the deeper play is being earlier via Pre-intent coverage. [Rework] Behavior: an RFP is the buyer explicitly running a comparison = Evaluating (near the Deciding boundary); jumps the queue. Earlier Pre-intent coverage is the deeper play.
Open opp that was dormant shows fresh signal.
CRM + engagement data
Revive outreach; re-qualify timeline and budget.
Defensive pipeline motion.
Account-level usage spikes above baseline.
Product telemetry
Proactive outreach; upsell opportunity.
Baseline definition is hard. Anomaly detection helps.
Trial expiration within defined window.
Product/billing telemetry
Conversion outreach with extension or conversion offer.
Time-bounded. Pair with activation status for prioritization.
ICP visitor initiates a chat on your site.
Chat platform (Intercom, Drift)
Live response; route to sales if qualified.
Raised hand with context. Quality varies with chat intent (support vs. sales).
Creates a free account or starts a trial.
Product telemetry
Welcome sequence; qualify for PLS motion.
Foundational PLG signal. Personal vs. corporate email matters.
Starts signup or onboarding but drops off.
Product telemetry
Value-led unblock outreach offering setup help; don't reference the drop-off directly.
Recovery motion. Effort-to-outcome ratio depends on funnel volume. [Rework] Stalled evaluation docked to 1; goes cold after ~30d. Play softened.
Behavior shows they’re researching the category — what to use for X.
Downloads Gartner, Forrester, or G2 report in your category.
Syndicated analyst partnerships
Contextualized outreach citing report placement.
Access depends on analyst partnerships. [Rework] Solution-exploring: researching the category.
ICP asks 'what should I use for X' publicly.
Social monitoring (LinkedIn, X, Reddit, niche communities)
Fast helpful response; convert to conversation.
Time-sensitive — first-responder advantage is real.
Asks a question in your community/forum.
Community platform
Helpful response + relationship build; identify use case.
Raised-hand signal. Common in OSS / dev-tool motions.
ICP complains about or announces leaving current vendor.
Social monitoring
Switch pitch addressing the specific complaint.
One of the highest-converting signals when caught early.
Prospect replies to outbound sequence with interest.
Email sequencer
Immediate human handoff; book meeting.
Tautological — a reply IS engagement. Included because reply quality varies. [Rework] JC — Solution-exploring (2): positive engagement with you specifically; reply content can push to Evaluating/Deciding.
ICP attends your event/booth/dinner.
Event ops, badge scans
Same-week follow-up referencing the conversation.
High-effort signal but durable relationship.
ICP persona writes a review of a competitor.
Review site scraping / monitoring
Outreach tailored to review sentiment (switch pitch if negative).
Public, dated, contextual — very workable signal.
Attends live, asks questions or interacts in chat.
Webinar platform
Same-day follow-up citing specific question asked.
Question-askers are notably higher-converting than passive attendees.
Unknown visitor resolved to a known ICP company.
RB2B, Vector, Clearbit Reveal, Snitcher
Basic outreach; use visit depth + pages to pick the message.
Reveal rate varies widely by tool and geography. Noisy without depth context. [Rework] Bare de-anon reveal = Solution-exploring docked to 1; page depth should upgrade the stage (a de-anon visitor on pricing IS the pricing signal).
Lead downloads whitepaper, ebook, template, ROI calc.
Marketing automation
Nurture sequence; re-target if ICP-matched.
Intent varies by asset type. ROI calculator > generic ebook. [Rework] Solution-exploring docked to 1; bottom-funnel assets (ROI calc, comparison guide) upgrade to Evaluating (2).
Account shows spike in category-relevant content consumption across the web.
Bombora, 6sense, Demandbase
Target advertising + outbound during active surge window.
Noisy and aggregated. Better for prioritization than targeting. [Rework] Noisy aggregated intent — Solution-exploring docked to 1; better for prioritization than targeting.
Behavior shows someone feels the pain — engaging with the problem, not shopping yet.
ICP attends or sponsors category-specific event.
Event lists, sponsor lists, LinkedIn
Pre/during/post-event outreach with event hook.
Visible, actionable, bounded in time. [Rework] Attendance evidences category interest, not evaluation → Problem-aware. Sponsoring / booth-visiting specific vendors upgrades.
Prospect volunteers a specific pain your product solves.
Call analysis, discovery notes
Anchor messaging and demo to the stated pain.
Value depends on specificity of the pain statement. [Rework] JC — stage is Problem-aware (they demonstrated they feel the pain) even though said to you on a call; on-surface raises tempo/warmth via the play, not the stage. The un-splicing discipline in action.
Registers for your webinar or event.
Webinar platform
Pre-event personalized outreach; nurture if no-show.
Registration alone is weak; attendance + engagement is strong. [Rework] Registration alone is weak (Problem-aware); product-demo webinars upgrade to Evaluating.
ICP clicks your LinkedIn/Google/retargeting ad.
Ad platforms, UTM analytics
Retarget + nurture; outreach only when stacked with other signals.
Click does not equal intent. Useful in aggregate scoring, weak standalone.
ICP likes/comments on category-relevant content by others.
Social monitoring
Nurture with relevant content; build pattern over time.
Weak standalone; best as scoring input.
ICP joins your Slack, Discord, or community.
Community platform
Welcome + connect; watch for further activity.
High variance — quality of 'ICP match' determines value.
ICP persona tags or mentions your brand.
Brand monitoring (Mention, Brand24, manual)
Respond promptly; convert public interest into conversation.
Public signal — visibility matters; bad responses are costly. [Rework] JC — neutral brand mention floored to 0; a complaint or question ABOUT you upgrades to Evaluating/Deciding (content-dependent).
ICP follows or engages a competitor on social.
Social monitoring
Positioning outreach; insert POV.
Weak standalone; compounds with other category intent signals.
ICP persona stars or contributes to your repo.
GitHub API
Developer-led outreach; understand their use case.
Specific to OSS motions. Stars are noisy; activity is strong.
ICP persona likes, comments, or shares your post.
LinkedIn + social listening
Personalized connect + contextual follow-up led by a relevant POV, not by referencing their engagement.
Comments > likes. Author identity (exec vs. anyone) matters. [Rework] Engagement is not intent — Problem-aware floored to 0; substantive comments can lift to Problem-aware (1). Play softened.
ICP persona views your or your team's profile.
LinkedIn Sales Navigator
Connect + light-touch outreach.
Low standalone; useful when stacked with other signals. [Rework] Weak/noisy engagement floored to 0.
Multiple people at one account open the same thread.
Email sequencer with account-level aggregation
Forward-detection outreach; assume internal sharing and broaden messaging.
Indicates internal forwarding. Apple Mail prefetch inflates false positives. [Rework] Behavior but weak/noisy; score floored to 0.
Signs up for long-form content.
Marketing automation
Long-term nurture; low urgency.
Passive interest. Weak standalone; useful in aggregate scoring. [Rework] Weak engagement floored to 0; score-only, never alerts.
Pattern of many opens on one thread from one account.
Email sequencer with IP/open analytics
Assume internal sharing; broaden messaging.
Apple Mail prefetch creates significant false positives since 2021. [Rework] Behavior but weak/noisy (Apple Mail prefetch); floored to 0.
The company’s situation changed — you infer a need may be forming. Nobody has acted yet.
Company acquires another; integration work ahead.
News, M&A databases
Integration-readiness pitch timed to post-close window.
Integration-driven tooling needs often emerge 90-180 days post-close.
Adds Google Ads, Meta, LinkedIn conversion pixels.
BuiltWith, site scraping
Paid-motion pitch if relevant.
Scaling paid = budget is opening up.
Adopts a tool complementary to yours.
BuiltWith, Wappalyzer, HG Insights
Integration-led outreach.
Useful when your ecosystem has strong partners.
Adds GA4, Mixpanel, Amplitude, etc.
BuiltWith, site scraping
Data-maturity pitch if category-relevant.
Indicates growing data sophistication.
Your customer's champion/power user moves to a prospect company.
UserGems, Champify, Common Room, LinkedIn monitoring
Warm outreach leveraging prior relationship and product familiarity.
Among the highest-converting B2B signals. Base event is a job change. [Rework] Pre-intent: 'champion moved' is the framework's canonical Pre-intent situation. Real strength comes from the known relationship + any fresh on-surface behavior stacked on top (framework Beacon example), not the stage score.
Competitor is acquired or winds down.
News monitoring, M&A databases
Disrupted-customer campaign.
Often public and well-documented. High effort, high return. [Rework] Reclassified CI→Pre-intent: external situation.
Competitor sunsets a feature customers depend on.
News monitoring, competitor changelog
Fast outreach to affected customer base.
Rare but very high-converting when caught. [Rework] Reclassified CI→Pre-intent: a competitor's change is an external situation; nobody at the account has behaved yet.
BuiltWith/Wappalyzer shows competitor tool disappeared from stack.
BuiltWith, Wappalyzer, HG Insights
Fast outreach — they're actively replacing.
High-value but detection latency varies by tool. [Rework] JC — hot but still a situation: a tech-stack change is the framework's Pre-intent example. Active replacement is likely; heat belongs in priority/play, not the stage (cf. champion-moved in the framework Beacon example).
Company announces CRM change in public channels.
News monitoring, social listening
Fast outreach positioning as part of new stack.
Rare but extremely high-value when caught. [Rework] JC — mapped Pre-intent (an announced stack change is a situation you infer adjacent need from). If you ARE in the migrated category, treat as Evaluating/Deciding. FLAG. [Ruling] Context-dependent: stage shown is the default; if the account is already active this evidences a later stage — adjust in context.
Existing contact gets promoted within their company.
LinkedIn change tracking
Relationship investment; opens new buying influence.
Under-used signal; promoted champion is an internal advocate.
Employee of a customer takes role at a prospect.
LinkedIn change tracking
Warm intro request through customer relationship.
Path-in depends on customer's willingness to facilitate.
Target announces expansion into a new segment or vertical.
News, company blog, exec posts
Positioning for the needs the new segment creates.
Creates downstream tooling needs as the motion matures.
First sales, CS, or RevOps hire at a company.
LinkedIn, enrichment
Infrastructure pitch; offer to help them stand up.
Near-certain tooling need within 60-90 days.
Your team's previous colleague works at target.
LinkedIn, internal data
Direct warm outreach.
Under-mapped in most orgs.
Past opp contact shows up at a new company.
CRM + job change tracking
Warm re-engagement; they know you.
Context from prior eval is the unlock.
Announcement within last 30 days.
Crunchbase, PitchBook, news
Congratulations + light POV; don't pitch hard yet.
Evaluation usually hasn't started; premature pitch backfires.
Function lead leaves; replacement search underway.
LinkedIn, news
Patient nurture; engage when replacement arrives.
Replacement timing unpredictable. Mostly a watch-list trigger.
Company crosses size tier (e.g., 50→100 employees).
LinkedIn headcount, enrichment
Stage-appropriate positioning for growing teams.
Foundational ICP-fit signal. Slow moving but reliable.
Many open reqs in the department that would buy you.
LinkedIn Jobs, job post scraping
Team-readiness pitch; timing window 30-90 days out.
Strong proxy for tooling need emergence.
Public filing surfaces scale and priorities.
SEC EDGAR, news
Long-cycle cultivation using stated priorities as hook.
Rich context source for large enterprise accounts.
Hiring post lists category tool or skill as requirement.
Job post scraping
Outbound referencing the role they're hiring for.
Less specific than competitor mention, broader coverage. [Rework] Reclassified CI→Pre-intent: a job posting is a situation, not a behavior.
Hiring post explicitly requires experience with a competitor.
Job post scraping (LinkedIn, Indeed, company careers pages)
Switch pitch with migration angle.
Public, dated, explicit. Long half-life — posts linger. [Rework] Reclassified CI→Pre-intent: a job posting is a company situation you infer from (framework's canonical Pre-intent example), not a behavior. Implies competitor usage.
Company publicly launches channel/partner motion.
Company blog, news
Infrastructure pitch if channel-ops relevant.
Signals GTM sophistication step-up.
Regulation shifts impacting ICP.
Policy tracking, news
Compliance-driven POV outreach.
High-value in regulated categories (health, finance, privacy).
New finance leader joins target.
LinkedIn, news, enrichment
Budget-cycle-aware nurture; engage when planning season opens.
Budget-authority signal; adjacent-function hire under the personnel-hire rule.
New marketing leader joins.
LinkedIn, news
MarTech stack review outreach if relevant.
Relevant when your category is marketing-adjacent. [Rework] Reclassified CI→Pre-intent (leadership hire = situation).
New revenue leader joins target account.
LinkedIn, Crunchbase News, enrichment providers
Pre-empt the tool review with POV outreach.
New leaders typically review GTM stack within first 90 days. [Rework] Reclassified CI→Pre-intent: a leadership hire evidences evaluation-TO-COME (inference) = Pre-intent. Heat lives in priority/play, not the stage.
New Customer Success leader joins target.
LinkedIn, news, enrichment
POV outreach if the CS function buys your category; otherwise treat as Pre-intent.
Per the personnel-hire rule: Category intent only when the hire is in your buying function. [Rework] Reclassified CI→Pre-intent (leadership hire = situation).
RevOps leader joins or is first of function.
LinkedIn, Crunchbase News, enrichment
Positioning as infrastructure-ready; book exploratory conversation.
Near-certain trigger for tooling evaluation in the category. [Rework] Reclassified CI→Pre-intent (leadership hire = situation). Near-certain trigger, but still inference → Pre-intent.
New engineering leader joins target.
LinkedIn, news, enrichment
POV outreach if engineering buys your category; otherwise treat as Pre-intent.
Per the personnel-hire rule: Category intent only when the hire is in your buying function. [Rework] Reclassified CI→Pre-intent (leadership hire = situation).
Major platform change (iOS privacy, Google deprecation, etc.).
News, platform announcements
POV outreach for affected customer base.
Large-scale environmental shift; affects many at once.
Public pricing change announced.
Pricing page monitoring, news
Relevant if your category supports pricing ops.
Indicates commercial model evolution.
Existing employee promoted into your buying persona.
LinkedIn change tracking
Congratulations + POV; new authority often revisits tooling.
Internal promotions evaluate slower than external hires but carry institutional context.
Company raised capital recently and is deploying.
Crunchbase, PitchBook, news
Growth stack pitch with specific use case.
Timing split from Pre-intent: 0-30 days = Pre-intent, 30-90 = Category intent. [Rework] Pre-intent (funding = situation).
Enters new country or region.
News, LinkedIn, company blog
Positioning for new-market ops needs.
Triggers compliance, localization, ops tooling needs.
Public change in GTM motion.
News, hiring patterns, exec posts
Motion-specific tooling pitch.
Rare but high-value when caught.
Known competitor contract nearing renewal.
Inferred from contract length + start date (often via Clay research)
Switch pitch timed to renewal window.
Hard to detect reliably without insider data. [Rework] Reclassified CI→Pre-intent: renewal-timing is an inferred situation, not observed behavior.
Company is being acquired.
News, M&A databases
Generally pause outbound; parent-company ICP re-evaluate.
Often becomes a disqualifier depending on acquirer's stack. [Rework] Often a disqualifier (suppression) → floored to 0.
Someone in your ICP title joins any company.
Job change tracking (UserGems, Champify, Common Room)
Low-touch nurture; watch for action signals.
Low standalone value; high value when person is known to you. [Rework] Generic persona hire is weak → floored to 0; high value only when the person is known to you (relationship).
Promotion, board role, speaking engagement.
LinkedIn, news
Personal outreach, congrats.
Relationship-building oriented. [Rework] Pure relationship-building, no journey evidence → floored to 0.
Company experiences PR issue.
News monitoring
Generally pause outbound; context-dependent.
Usually a disqualifier; sometimes opens opportunity in crisis-response categories. [Rework] Usually a disqualifier (suppression) → floored to 0.
Target's own site traffic or brand signal growing.
SimilarWeb, Semrush, news
Positioning for 'scale-phase' needs downstream.
Indicates future tooling demand. [Rework] High-noise momentum proxy → floored to 0.
Company earns recognition.
News, PR feeds
Congratulatory outreach; build relationship.
Low urgency but easy relationship-builder. [Rework] Relationship hook, evidences no forming need → floored to 0.
New brand, website relaunch, repositioning.
News, social
Watch for accompanying GTM motion changes.
Weak standalone; useful as context. [Rework] Weak standalone → floored to 0; useful only as context.
Internal restructure announced.
News, LinkedIn posts from execs
Watch-and-wait; new stakeholders emerge.
Hard to action in the moment; affects already-running deals. [Rework] Weak/high-noise structural change → floored to 0; mostly affects already-running deals.
Layoffs announced.
News, WARN notices, social
Disqualify in affected function; watch adjacent functions.
Often a disqualifier; can be pre-intent for adjacent functions. [Rework] Often a disqualifier (suppression) → floored to 0; can be Pre-intent for adjacent functions.
A separate track — customer health, expansion, and churn risk. Routed to CS, not scored as buying intent.
Files a ticket, bug report, or complaint.
Support platform
Service recovery + relationship builder.
Negative interaction — handle before any sales motion. Renewal/expansion altitude — buyer is the existing customer. [Rework] Normal customer activity, not buying evidence — floored to 0. Handle service recovery before any sales motion; suppression-adjacent. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Customer says they're re-evaluating, unhappy, or comparing alternatives.
Call analysis, support threads, CSM notes
Immediate save motion; exec sponsor if strategic account.
Conversational churn evidence outranks usage-decline inference. Renewal/expansion altitude — buyer is the existing customer. [Rework] Renewal altitude: customer actively re-evaluating = Evaluating. Save motion; suppression for NEW-biz, active for retention. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Existing customer mentions adding seats, teams, or use cases.
Call analysis, CSM notes, support threads
Expansion motion; loop AE/CSM with the specific ask.
Renewal/expansion altitude — buyer is the existing customer. [Rework] Renewal/expansion altitude; buyer is the existing customer. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Disconnects a previously connected integration.
Product telemetry
Churn-prevention outreach.
Negative signal in isolation; investigate cause. Renewal/expansion altitude — buyer is the existing customer. [Rework] Renewal/expansion altitude; suppression-adjacent (churn risk). Buyer is the existing customer. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Card declined on existing customer.
Billing telemetry
Proactive retention outreach.
Retention-adjacent; not a new-business signal. Renewal/expansion altitude — buyer is the existing customer. [Rework] JC — involuntary-churn / billing-ops signal, not buyer intent: floored to 0 and flagged as a customer-health / suppression signal rather than a journey stage. FLAG for Kyle. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Moves to a higher-tier plan.
Billing telemetry
Success check-in; identify further expansion paths.
Expansion signal. Useful for customer marketing. [Rework] JC — a completed expansion (decision just closed) mapped to Deciding, but the play is a CS/expansion check-in, not a new-biz chase. FLAG for Kyle. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Repeated failed or frustrated interactions.
Session replay (FullStory, LogRocket)
Support-led outreach; convert friction into conversation.
High false positive rate; requires session-replay tooling. Renewal/expansion altitude — buyer is the existing customer. [Rework] Friction alone evidences little — floored to 0. Renewal altitude; suppression-adjacent. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Customer writes a review.
Review monitoring
Thank + ask for referral; amplify if positive.
Customer-side signal; leverage for referrals and case studies. [Rework] Advocacy, not buying intent — floored to 0; referral/case-study play. Candidate to move off the intent journey into an advocacy track. FLAG for Kyle. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Stack complements yours — high ICP fit.
BuiltWith, HG Insights, Clearbit
Long-cycle nurture with relevance hook.
Good for segmentation, weak standalone trigger. [Rework] Really a fit/enrichment attribute, not an event — floored to 0; candidate to move to the fit layer rather than the signal log. [Ruling] Post-purchase / customer signal — not buying-journey intent; route to CS/expansion, not scored as intent.
Suppression
Not every signal points inward. These are account-level flags that say stop, wait, or nurture rather than pursue — the reasons to pause outreach or route an account out entirely. They cut across the journey stages; they are never a stage themselves.
ICP publicly or privately committed to a competing product in last 0-12 months.
NotesEmits an Evaluating-stage signal as the renewal window opens (was "becomes a Category intent signal").
Company dealing with public reputational or legal issue.
NotesOutreach during crisis reads tone-deaf; watch for resolution.
Acquirer already has your category covered internally.
NotesSometimes reversed if the acquired unit retains independent stack.
Target's buying function is downsizing.
NotesCan be pre-intent for adjacent functions; treat carefully.
Target publicly praised or renewed with incumbent.
NotesWatch for discontent signals or renewal timing.
Company showing signs of winding down (WARN notices, asset sales, exec departures).
NotesRarely reverses; occasionally triggers emergency-buyer motions.
Company just migrated to a competitor in your category.
NotesHigh switching cost in many categories makes near-term conversion unlikely.
Target leaves your serviceable market (geo, industry, regulatory).
NotesEnsures CRM hygiene.
Disqualifiers ARE the framework's suppression concept (§5 starter set: layoffs, champion departure, open escalation, competitor renewal). They are cross-cutting account-level flags, never journey stages: they route the account OUT, delay, or nurture. Several in-library signals double as suppression triggers (see the Suppression note in the Legend); those stay in Signals but are flagged in Notes.
The stage, score, and expiry defaults here are practitioner starting points — meant to be replaced by your own conversion data as you run the plays. The library holds at 117 signals; new ones earn their place over time.
Free, no gate. Part of the GTM Signals framework.
No Live signals yet. Per the framework, start by getting one signal tracked and acted on — with a named owner — before adding scoring.
Post-purchase is a separate CS track — tracked apart from buying coverage.